WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/out-of-place

“Out of Place” is a series of magazine ads for Toyota genuine parts. Each ad features an origami animal, such as a swan, elephant, or cat, but a portion of each is made from a different piece of paper or paper-like material. The difference between the origami paper and the paper-like material (paper towel, insect wing, or old receipt) stands out in the image, suggesting that the parts made from alternative sources don’t match the animal’s whole. Underneath the animal, there is text that reads, “When one part feels out of place, everything does. Original materials matter.” The technique used to evoke an emotional response is one of disruption. The animals are metaphors for Toyota automobiles. “Each original piece is carefully crafted, yet disrupted by one subtle but crucial flaw made from a different material. The visual reflects what happens when a non-genuine part is used in a vehicle.”

The objective of the ad campaign is to influence audience members to keep their Toyota vehicles built with genuine parts rather than aftermarket additions or replacements. The target market for the ad is people who own Toyota vehicles. The action the ad wants the audience to take is that if a part needs to be fixed or replaced, the audience member will take the automobile to a Toyota parts dealer or mechanic to have the genuine part installed, not an aftermarket replacement.

If the action is taken, the audience member will benefit from keeping their car made of the same parts it was designed to work with, to prevent future mechanical failures.